Taking account of ad budgets

Alan Mitchell correctly pointed out a trap on the road to accountable advertising (MW March 28).

Our case for the advertising budget should be “as soundly argued and trusted as much” as the case for other budgets. Does this mean it has to be impossibly rigorous and so should not be tried?

By no means. Our case should be no more rigorous (as well as no less) than other departments. And theirs are not so precise or so certain.

“The best is the enemy of the better” – it’s not so hard to put up a better case than we do now and that is all that my vision of the future is.

Simon Broadbent

The Brand Consultancy

London SW3

Recommended

Battle Order

Marketing Week

The home shopping industry is poised for a breakthrough. It has shed its dowdy image, it stands to gain from the expansion of the Internet and M&S, a cautious player, is moving into mail order with gusto. And the imminent 350m sale of Freemans

Brief

Marketing Week

Impact FCA! has been appointed to handle above- and below-the-line advertising for Walt Disney, after a three-way pitch against Saatchi & Saatchi and Leo Burnett. Feld Entertainment, which licenses Disney’s World On Ice production of Snow White and the Seven Dwarfs, has appointed the agency to handle the UK 1m advertising launch in September. The […]

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now